The Monkeys and Australian Beef have called on reigning world champion Javelin thrower, Kelsey Lee-Barber, to promote the nutritional qualities of beef in an endorsement campaign with a twist (and family humour).

The aim of the campaign is to highlight that beef is packed with protein and makes the greatest healthy meals, not only for athletes, but for everyday Aussies too. It also highlights Australian Beef’s sponsorship of the Australian Olympic and Paralympic Teams ahead of the Tokyo Games.

Graeme Yardy, domestic market manager at MLA, stated, “We know Australians take great pride in putting Aussie beef on their tables. Our partnership with the Olympic & Paralympic Teams allows us to put the nutritional benefits of beef on centre stage and gives Aussies the confidence to feel good about eating this delicious meat. With its unmistakable flavour and superior quality, we’re proud our country produces some of the best beef in the world.”

Scott Dettrick, creative director at The Monkeys, noted, “We wanted to show in a fun way that the nutritional benefits of Australian Beef can help you be your best every day and it’s not just athletes that can benefit from that.”

The ad launched across free to air and subscription TV nationally on Sunday, June 6, and will run across digital, social and retail OOH channels, with the ad running on Channel 7 free to air, BVOD & Twitter for the Olympic and Paralympic Games. One Green Bean will be driving coverage for the campaign across earned media and owned social.

Credits

Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith Assistant Brand Manager: Krystina Batt

Creative Agency: The Monkeys, part of Accenture Interactive 
Chief Creative Officer: Scott Nowell
Executive Creative Director: Vince Lagana 
Creative Director: Scott Dettrick
Senior Copywriter: Harry Boothman
Senior Art Director: Brett Edwards
Managing Director: Matt Michael
Business Lead: Topher Jones
Senior Business Director: Anna Willis
Senior Business Manager: Mitch Bevan
Business Manager: Tasha Strachan
Head of Production & Senior Producer: Penny Brown 
Integrated Lead: Tanith Williamson
Senior Print Producer: Matt Tilbury

Production Company: Revolver
Director: Trevor Clarence
Managing Director & Co-Owner: Michael Ritchie 
Executive Producer & Partner: Pip Smart 
Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Jon Dowding

Post Production: Vandal 
Grade: Olivier Fontenay
Editing: Stuart Morley @ The Editors

Sound: Song Zu
Executive Producer & Managing Director: Kat Aquilla
Music Composition: Haydn Walker 
Sound Design: Simon Kane

Media Agency: UM
PR Agency: One Green Bean